INTERNATIONAL RESEARCH JOURNAL OF SCIENCE ENGINEERING AND TECHNOLOGY

( Online- ISSN 2454 -3195 ) New DOI : 10.32804/RJSET

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IMPACT OF SOCIAL MEDIA MARKETING ON E COMMERCE: A STUDY OF CUSTOMER PERCEPTION

    1 Author(s):  DR. RAJESH SRIVASTAVA

Vol -  9, Issue- 4 ,         Page(s) : 43 - 49  (2019 ) DOI : https://doi.org/10.32804/RJSET

Abstract

The age of internet and computers allows people to carry out business without the barriers of time or distance. In today’s word, Social media marketing has revolutionized the e - commerce more profoundly. It is changing the shape of competition, the speed of action and the nature of leadership. Social media marketing has become an effective tool to increase the awareness of the customer, while e - commerce provides wide range of goods and services with more choices. E commerce is not just related to buying and selling products online. Instead it encompasses the entire online process of developing, marketing, selling, delivering, servicing and paying for products and services through the Internet in global market. So it is convenient for the customers not only to increase awareness about the products and services by social media but also purchase anything on internet as they can desire by e - commerce. This paper is an attempt to examine the customer perception regarding significant role of social media marketing and its impact on e-commerce. This paper will also study economic, social and ethical issues involved in social media marketing. The research is exploratory in nature. The authors test the proposed framework on a sample of 300 online users in India. Finding of this paper indicate that being familiar with social media marketing, the purchase interest of the Indian customers by e- commerce and conclusion exhibit the perception of Indian customers that how social media marketing is an effective tool for on line purchasing. Recommendations include the measures to increase the impact of social media marketing on its commercial viability and social acceptance.

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